ACKNOWLEDGEMENT Survey i s an ex cell ent tool for learning and ex pl orati on.

No cl assroom rout ine can substitute which is possible while working in real

situations. Application of theoretical knowledge to practical situations is the bonanzas of this survey. Without a proper combination of inspection and perspiration, its not easy to achieve anything. There is always a sense of gratitude, which we express to others for the help and the needy services they render during the different phases of our lives. I too would l ike t o do it as I real l y wi sh t o express m y grat i tude t oward all t hos e who have been helpful to me directly or indirectly during the development of this project. First of all I wish to express my profound gratitude and sincere thanks to my esteemed learned Director Dr. B.S. Bhatia, Director RIMT, Mandi Gobindgarh, who allowed me to conduct the survey. I would like to thank my professor Ms. Manjari who was always there to help and guide me when I needed help. His perceptive criticism kept me working to make this project more full proof. I am thankful to him for his encouraging and valuable support. Working under him was an extremely knowledgeable and enriching experience for me. I am very thankful to him for all the value addition and enhancement done to me. No words can adequately express my overriding debt of gratitude to my parents whose s upport hel ps m e i n all t he wa y. Above all I shall thank m y fri ends who const antl y encouraged and blessed me so as to enable me to do this work successfully.

INTRODUCTION In t hi s research I have survey t he product perform ance and bu yi ng behavi or of t wo famous brands of chocolates Nestle and Cadbury, which are consumed by people of allages. During this research I have interacted with people of Ambala. After this research I came to know how people perceives these products on the variables like price, quality, advertisement, satisfaction, taste, packaging, brand loyalty etc. I also came to know which particular brand of chocolate is most preferred by people of different age groups. In t hi s research I have surve yed that how frequent l y and how much chocol at e t he y consume, whether they buy small, big or family pack. Trend of ongoing changes in their l i ki ngs has been shown in t he report . In t his report I have t ri ed t o expl ai n t he enti re research and facts product wise.

CONSUMER PREFERENCE All marketing starts with the consumer. So consumer is a very important person to a marketer. Consumer decides what to purchase, for whom to purchase, why

to purchase, from where to purchase, and how much to purchase. In order to become a successful marketer, he must know the liking or disliking of the customers. He must also know the time and the quantity of goods and services, a consumer may purchase, so that he may store the goods or provide the services according to the likings of the consumers. Go neare the days when the concept of market was let the buyers beware or when the market w as m ai n l y t h e s el l e r s m ar k et . No w t h e who l e co n ce pt o f co ns u m e r s s ov e re i gnt y prevails. The manufacturers produce and the sellers sell whatever the consumer likes. In this sense, consumer is the supreme in the market. As consumers, we play a very vital role in the health of the economy local, national or international. The decision we make concerning our consumption behavior affect the de m a nd fo r t he b as i c ra w m a t e ri al s , fo r t h e t r an spo rt at i on , fo r t he b an ki n g, f o r

t he production; they effect the employment of workers and deployment of resources and success of some industries and failures of others. Thus marketer must understand this.

Preference
(or "taste") is a concept, used in the social sciences, particularly economics. It assumes a real or imagined "choice" between alternatives and the possibility of rank ordering of these alternatives, based on happiness, satisfaction, gratification, enjoyment ,utility they provide. More generally, it can be seen as a source of motivation. In cognitive sciences, individual preferences enable choice of objectives/goals. The study of the consumer preference not only focuses on how and why consumers make buying decision, but also focuses on how and why consumers make choice of the goods they buy and their evaluation of these goods after use. So for success of any company or product promotion it is very necessary to depart its concentration towards consumer preference.

SCOPE OF THE STUDY

As learning is a human activity and is as natural, as breathing. Despite of the fact that learning is all pervasive in our lives, psychologists do not agree on how learning takes place. How individuals learn is a matter of interest to marketers. They want to teach consumers in their roles as their roles as consumers. They want consumers to learn about their products, product attributes, potential consumers benefit, how to use, maintain or e v en d i sp os e o f t he pr od uc t a nd n e w wa ys of be h avi n g t h at wi l l s at i s f y n ot onl y t h e consumers needs, but the marketers objectives. The scope of my study restricts itself to the analysis of consumer preferences, perception and consumption of Cadbury and Nestle Chocolates. There are many other brands of chocolates available but my study is limited to two major players of chocolates leaving behind the others. The scope of my study is also restricts itself to Ambala region only.

OBJECTIVES OF THE STUDY This project is based on the comparative study consumer behavior towards Nestle and Cadbury chocolates. Objectives of the study are: The other objective is to know about the customer satisfaction lev e l associated with the product and the customer preference level. To increase customer satisfaction and recapture the market share by fulfilling the customer needs. To study the factors affecting the consumption pattern.

LIMITATIONS OF THE STUDY In attempt to make this project authentic and reliable, every possible aspect of the topic w a s k ept i n m i nd. Ne v er t h el es s, d es pi t e o f f a ct c on st r ai n t s w e r e at pl a y du ri n g t he formulation of this project. The main limitations are as follows: Due to limitation of time only few people were selected for the study. So the sample of consumers was not enough to generalize the findings of the study. Th e m a i n s ou r ce of dat a f o r t h e st u d y wa s p ri m a r y d at a w i t h t h e h el p of se l f -administered questionnaires. Hence, the chances of unbiased information are less. People were hesitant to disclose the true facts. The chance of biased response cant be eliminated though all necessary steps weretaken to avoid the same.

Chocolates
Chocolates! Chocolates! Every body has a liking for them, be they in the form of bar Or a tiny little gem, Or shaped like a rectangle, Or a sphere, a brick or an clair. For chocolate lovers it is fun, To have them during rain, breeze or sun. They are white and brown in color, And taste sweet and bitter Some have them in a glass of cold coffee, or in the form of a toffee. Some eat them when they are sad Some relish them when they are happy or have sweet dreams, But I feel, to have chocolates We dont need a reason, Cause we can have it Anytime, any season!

RESEARCH METHODOLOGY This chapter describes the methodology of the study. This project is based on information collected from primary sources. After the detailed study, an attempt has been made to pres ent comprehensi ve anal ysi s of consum pti on of C adbur y and nest l e choc ol at es c o n s u m e d b y t h e p e o p l e . T h e d a t a h a d b e e n u s e d t o c o v e r v a r i o u s a s p e c t s l i k e consumption, consumers preference and customers satisfaction regarding Cadbury and Nes tl e chocol at es.In coll ecti ng requisit e dat a and i nformat ion regarding t he topi c selected, I went to the residents of Ludhiana and collected the data. Survey design: The study is a cross sectional study because the data were collected at a single point of time. For the purpose of present study a related sample of population was selected on the basis of convenience. Sample Size and Design: A sample of 100 people was taken on the basis of convenience. The actual consumers were contacted on the basis of random sampling. Research Period: Research work is only carried for 2 or 3 weeks. Research Instrument: This work is carried out through self-administered questionnaires. The questions includedwere open ended, dichotomous and offered multiple choices.

Data Collection: The data, which is collected for the purpose of study, is divided into 2 bases: Primary Source: The primary data comprises information survey of Comparative s t u d y o f c o n s u m e r b e h a v i o r t o w a r d s N e s t l e a n d C a d b u r y chocolates.

The data has been collected directly from respondent with the help of structured questionnaires. Secondary Source: T h e s e c o n d a r y d a t a w a s c o l l e c t e d f r o m i n t e r n e t , References from Library.

Data Analysis: The data is analyzed on the basis of suitable tables by using mathematical techniques.The technique that I have used is bar technique.

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